Branding the modern workplace


Despite being one of Australia’s leading commercial property groups, awareness of Dexus was low and the brand was perceived as being old-fashioned and corporate. Hulsbosch were approached to shift these perceptions and better communicate Dexus’ visionary approach to the modern workplace, positioning them as a desirable customer experience brand.


Built from the ‘Leading by Doing’ strategic platform, the new Dexus brand identity speaks about their courage to innovate, simplifying the complex, and of being a brand of action. The fresh look and feel is more user-friendly, future-focussed and reflects the notion that Dexus continually bring different perspectives together, finding better ways to shape workplaces, now and in the future.

The full case study